Many marketers combine millennials with Gen Z in their plans and approaches. Mistake.
Gen Z browses and buys differently than millennials. Both generations are tech-savvy, but their behaviors are different. Before designing an email campaign targeting Gen Z, understand their beliefs and traits.
Your standard marketing plan can’t fly in Generation Z airspace. Shot down.
We’ll compare generation Z to millennials in this piece. We’ll also share email design methods for Gen Z.
You can’t compel Generation Z to adopt your old marketing strategies, like any other group. Instead of changing their mindset, marketers must modify their actions.
Before designing your first email campaign, consider these recommendations.
1. Equalize them
Marketers should examine this first. Ad filters are ubiquitous in this generation’s browsers and mobile applications. They don’t want to be sold to—they want to be active buyers.
Marketers should reflect this in email copy. Be frank about your brand and offerings. Sincere
Do not use clickbait or deceptive subject lines to deceive your readers. Gen Z doesn’t want their inbox space. They’re in charge of this connection.
Simply be sincere and treat this generation like friends or coworkers. This is a commercial deal.
Anchor’s email gets to the point and explains what’s new by treating the recipient like a peer.
2. Emphasize your product’s worth
Although Generation Z has huge buying power, they’re broke. US rent is expensive and consumes up a large chunk of their salary. Many stay with their parents to save money.
Their parents worked through the 2008 housing crisis and recession, so Gen Z is modest and careful with money.
Brands must emphasize their goods’ worth in every email marketing. If cheap pricing aren’t a selling element, provide email content that nourishes Gen Z over time. If they save enough money or have a better career, they may become purchasers.
3. Share how you serve customers and the globe
In this way, Gen Z resembles millennials. 50% of global customers are belief-driven shoppers, and gen Z is even more so.
Gen Z wants to know that businesses care about their peers. They don’t want their money to benefit CEOs, but others.
Use your email campaign to give back to people throughout the world. Seem careful not to be boastful or condescending in your text.
Realize your place in the world and let subscribers know you’re attempting to make a difference. Warby Parker’s business model includes distributing spectacles to the needy. The email emphasized that.
4. Be mobile-friendly and easy
Globally, 98% of gen Z has a smartphone. In North America, half this generation uses their smartphone to access the internet (the other half chooses their laptop).
In the Middle East and Asia-Pacific, 80% use their smartphone to browse the web.
This generation has never lacked internet access. Many were young when their parents got their first smartphone.
Brands must ensure every email campaign looks well on mobile. Half of emails are opened on cellphones. This number is certainly greater for Gen Z.
Remember that subscribers may open your email on various devices. Do you have a responsive email?
5. Be practical, not idealistic
Positive baby boomers reared millennials. Gen Z has a more realistic outlook on life, which affects their purchasing decisions.
If marketers want their email campaigns to connect with Gen Z, they shouldn’t be too promotional or claim they can change the world. Know your position in the world. Help your subscribers better their lives with relevant material.
By knowing your Generation Z audience, you can supply them with meaningful material without the hype.
6. Personalize but respect their privacy
People demand tailored content. It’s no secret that businesses track consumers’ online activity. People of all ages expect companies can provide relevant material.
In fact, 42% of customers become dissatisfied if businesses don’t deliver individualized content.
Gen Z is similar. If you can’t provide a relevant email campaign, why should people care?
Gen Z is more circumspect than millennials in online sharing. Reserved and cautious. If marketers want to win this generation’s trust, they should respect this.
Clearly state what data you gather and how you utilize it. Your youthful subscribers will admire your ethics.
Lyft based the email on the subscriber’s location. As a bonus, it calculates the cost-effectiveness of utilizing ridesharing apps.
Gen Z is unique. To get the most from an email campaign, marketers must understand millennial beliefs and behavior. This generation doesn’t want to be another sales number. A realistic, mutual-respect-based plan will work with Gen Z.